It doesn't matter if Jones lost, his stock would have gone up with the fans, fellow fighters and the UFC top brass by taking the fight. To be honest if he lost they'd love him more for stepping up and then demand he be given a rematch - and rightfully so. To say he'd gain nothing from stepping up is simply not true. He would've been the hero win or lose.

Dude, bein' a hero don't pay the rent! Jones's deal with Nike is one of the most significant endorsement deals in the history of the UFC. They want to endorse The Champ--and for him to risk that to fight someone who was a completely different fighter than who he'd been training for on 8 days notice??

I'm not saying that's why he didn't take the fight, but let's face it, even if you fight because you love the sport, none of these guys would be doing it if they weren't making money. And you have a very limited number of years to make money in this business. He's trying to develop the best career for himself that he can. I don't fault the guy.